Cristiano Ronaldo’s eventual Portugal exit could significantly reduce the national team’s global attention, sponsorship income and commercial reach, marketing expert Daniel Sá has warned.
Ronaldo said after Portugal’s World Cup elimination by Spain that he would not play at another World Cup. However, he has not announced his complete retirement from international football.
Sá told Portugal’s Lusa news agency that Ronaldo’s personal brand remained larger than the Portuguese national team’s commercial identity.
He said the Al-Nassr forward had helped Portugal attract sponsors, negotiate commercial agreements and reach audiences beyond traditional European football markets for more than 20 years.
The Portuguese Football Federation may feel the full impact only after Ronaldo stops representing the national team, Sá added. He warned that no current Portugal player approached the five-time Ballon d’Or winner’s individual marketing power.
Portugal still has leading players such as Vitinha, João Neves and Rafael Leão. The federation must now build a collective identity rather than search for a direct commercial replacement for Ronaldo.
Ronaldo remains the leading scorer in men’s international football and became the first player to score at six World Cups.
Read: Cristiano Ronaldo Hits Back at Critics Before Spain Tie
Portugal head coach Jorge Jesus said Ronaldo remained a symbol of Portuguese football and would continue to be considered while physically able to represent the national team.
Reports have suggested Portugal could arrange a farewell appearance during an upcoming Nations League campaign. Ronaldo and the federation have not confirmed a final match.
